Cereal bar challenger Snack’d is to make its supermarket debut into Booths, with a trio of “gut-friendly” oat bars.
The listing – which adds to its presence across foodservice and wholesale – is its first following the relaunch of the Soak’d Oats brand earlier this year by owner Greenwood Foods.
As well as a new name and brand identity, the range now features a new paper-based, flow-wrap packaging that’s 100% recyclable via the kerbside.
Multipacks of the three variants – Apple & Raisin; Peanut Butter & Banana; Double Cacao & Orange – would roll onto shelves from November.
“We’ve changed the look, not the recipe,” said Damien Gray, Snack’d CEO and founder of Greenwood Foods.
“Our relaunch under the new Snack’d brand takes our bars from breakfast to anytime snacking, and our 100% recyclable paper‑based wrapper means customers can toss it in their home recycling with confidence. It’s a small change with a big impact at scale and makes it easier for our consumers to feel good about snacking, because they can now recycle the way they want to at home.”
A former Asda fresh foods buyer, Gray founded Soak’d in 2021 after he mastered his own overnight oats recipe during a diving tour around New Zealand. The brand is 100% plant-based, and certified vegan, Halal and Kosher.
Snack’d has also reduced its total range as part of the rebrand to now focus solely on bars.
“I’m thrilled to introduce Snack’d oat bars to our customers,” said Booths buyer Joshua Oldfield.
“As someone who’s always on the lookout for products that not only taste great but also align with Booths’ values, I couldn’t be more excited about the 100% kerbside recyclable paper packaging.
“Snack’d isn’t just about enjoying a delicious snack – it’s about making choices that matter. This is a step in the right direction, both for our taste buds and the planet,” Oldfield added.
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